#jonesroadbeauty a Phoenix or a Dodo?

Been slacking off on writing about the stuff I try and leaving it up to the video creators on YouTube and TIkTok.

Sooo many comments about the amount of old people using TIkTok.

As a marketing person, I figure it’s TikTok’s way of being inclusive, aka we are showing you other old people to encourage you to engage.

When I’m on the app I see mostly people 50+, 50+ old guys saying this is my age, this where I live…..or 50+ women telling me about the menopause. I’m guessing young people are still on the app, I just haven’t liked the right, or followed the right creators to lead me to that statistical gold mine of data.

Then the ads.

The ads I see tend to be universal products. Even though the talent or influencer market-picked type is young, anyone can use the product like mascara or FAB face and body cream.

I must have watched the women who is 50+ with nice skin aka nice lighting that talks about product and make up tips too many times, because #jonesroadbeauty appeared in my newsfeed.

I watch a selection of people on YouTube, so I had not heard about @bobbibrowncosmetics phoenix product line, jones road.

The tiktoks (and YouTube videos) are pretty lame and lack the money invested in production as Bobbi’s slick vids for her namesake line. There is a way to keep production costs down, look great and sell product, but unless you are a diehard fan, you might pass out trying out the line if you never heard of the brand if you based it on her tiktoks.

I was a diehard Bobbi Brown cosmetics fan. In fact, hers was the first make up book I ever bought, and I was considered one of my salesperson’s best customers at NM. The Bobbi counter move from the right hand side, albeit a front front door position to the featured position in front of the ladies who lunch escalator where everyone lunching could see everyone buying make up from high up among the butterflies.

I digress.

When I saw the video, I excitedly looked for more videos-unfortunately they were pretty lackluster so I went to YouTube and the jonesroadbeauty website. Very few YouTube video reviews, and comments were pretty lukewarm. It’s surprising because the product line is nearly identical to Bobbi Brown cosmetics–the colors are the same, the textures are similar and Bobbi looks great (must be her skincare).

I’ve been searching for the perfect gray beige brown eyeshadow for a year and #natashadenona mini gray pallet and assorted others did not fit the bill.

But jones road’s selection does—the starter pack includes the miracle balm, blush, eye shadow, lip gloss and eye pencil. Plus I purchased one more eye shadow in a lighter variation of gray beige. (I checked today and this particular kit is not on their website).

The eye shadow is perfection. Soft texture and stay all day color. I applied it with and without a primer (more on Trish McEvoy’s eye brightener from Nords).

The eye liner is hard and stiff-but it makes drawing a line easy after using very soft pencils that don’t tug. Net neutral on that-not a break out color so I wouldn’t buy it as a stand alone.

The lip gloss is nothing to write home about. Could be anyone’s product.

The blush pigment is pretty good–the pale pink lookalike delivers a soft pop of color–I guess if you wanted to do Bobbi’s signature look, I would start with a light layer then dot a second layer on the cheek apple.

And then the miracle balm.

It’s a giant amount of product that you dab on like highlighter (mostly) though it is a multi-use product. When I saw the size, I’m like, why is there so much product? Can you rub it on like a body balm moisturizer?

I was excited to try it out and dabbed a little on my cheek. Almost immediately I noticed the not citrusy tart smell, but SOUR smell. Underneath I could smell a minty base–much like Bobbi’s extra product line.

It’s my karen-like issue that I won’t take the time to return products to one of 4 inconvenient UPS locations on Oahu, or buy an envelope to return rejects so I wrote jones road in hopes they would send fresh product.

The response was “it’s you, not us”, and that I can’t tell when product is spoiled v rancid.

I’d buy more eye shadow, but moist products like the balm, concealer etc that’s probably been sitting in their warehouse since Sep 2020 launch, is a so long jones road.